Dialogue Q1 2019

Page 66

MARKETING

66

The brand blueprint The Olympics is a brand-building champion, writes John Davis

It is impossible to build a quality home that lasts without a blueprint. The same is true for building a world-class, enduring brand. And the very best brands do more than just create measurable value; they create meaning. Fifteen years of research, working with organizations around the world, shows that a brand blueprint consists of four foundational elements on which the unique features are added based on each organization’s context. These brand blueprint elements are: Destiny Distinction Culture Experiences

The Olympic Games offer a compelling example of a world-class, enduring brand that has created meaning. It is hard to imagine a global brand with a more universally understood reputation that has endured for nearly 3,000 years. Dialogue Q1 2019

Destiny

Destiny answers the question, ‘why do we exist?’ For today’s organizations, this is purpose writ large. It is the ultimate ideal if our dreams are realized. Why do the Olympics exist? Very simply, to spread the Olympic philosophy of Olympism, which says: Olympism seeks to create a way of life based on the joy found in effort, the educational value of good example and respect for universal fundamental principles. Since their founding in 776 BC, the Olympics have stood for the very best in society as expressed through athletic competition. Whether victorious or not, Olympians are recognized as the very best of us, and this definition transcends differences in cultures and languages. Olympism has stood the test of time, despite the Ancient Games ending in 393 AD and the ensuing 1,500-year ‘break’. Baron


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